The presentation of the Xbox One is one of the strangest moments in the history of the platform. Microsoft’s representatives came up with several incomprehensible decisions, including announced an unusual game exchange system. Sony reacted quickly to the idea – years later, the material was commented on by the employees of the American company.
In the latest documentary series, the Redmond giant not only focuses on successes, but also addresses many topics that present the brand in a less favorable light – including the Red Ring of Death . One of the episodes of “Power On: The Story of Xbox” also touched on the issue of a short, mocking Sony movie that commented on a stupid idea related to the game borrowing system that was proposed by Microsoft.
The material entitled “Official PlayStation Used Game Instructional Video” brilliantly scored the idiotic proposal of the Americans and quickly gained immense popularity. In the debuting series, corporate governors do not bury their heads in the sand and talk about the case.
Aaron Greenberg, head of marketing for the Xbox, said that “it got really nasty” after the movie was unveiled. Mike Mika, the current head of Digital Eclipse studio (and former head of Backbone Entertainment) made it clear that the Japanese response was brutal:
“Sony came out all guns blazing with an immediate response to the Xbox One. Your game is your game. You own it. You can sell it. You can trade it in.
That was, that was brutal.”
In retrospect, we can confidently believe that Sony’s actions contributed to a quick change of Microsoft’s decision. Bad marketing strategies had a long rebound in the image of the company, but for several years we have been observing a significant change in strategy, and the times of the Xbox Game Pass have slightly reversed the situation.